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LOS ANGELES — Ali Qureshi is sitting in the middle of a factory floor as sewing machines buzz, workers churning out jersey shorts that go on to sell for a few hundred dollars. This is where high-end streetwear meets its reality.
Qureshi, founder of the fledgling streetwear brand Norwood, owns the factory with business partner and production manager Sona Gadani and together they have a workforce of about 40 with a modest client base of six. That’s in addition to the not even two-year-old Norwood brand, which recently came back from showing spring 2019 — its third collection — in Paris. The brand is now set to link with Barneys Japan on a pop-up in possibly two stores in October. There’s also a deal with Timberland set for 2020 and a collaboration in the works with music artist and designer Taz Arnold’s line Tisa.
Norwood, which has managed to get its product on Kanye West, J Balvin and Migos, is distributed in retailers such as American Rag, Wanderset, Mortar Tokyo and Fred Segal Japan. It picked up accounts with retailers such as LuisaViaRoma in Italy and American Rag Dubai following Paris Fashion Week Men’s as buyers perused Norwood’s T-shirts with a starting